In this talk, Christian will demonstrate how to move beyond basic lead volume tracking and build a technical GA4 framework that attributes and optimises for qualified leads.

Using a real lead generation case study, he will show how capturing structured data at the point of form submission, configuring events correctly in Google Tag Manager and segmenting within GA4 made it possible to identify true lead quality and cut wasted ad spend by over 50%.

He will then explain how those qualified lead signals were passed back into Google Ads and surfaced in Looker Studio to inform bidding and budget allocation, enabling spend to be reduced where quality was low and reinvested where performance was strongest.

The approach uses entirely free tools within the Google ecosystem, making it immediately applicable for PPC specialists and SMEs without advanced CRM or paid attribution platforms.